While the initial process originally included China (where the brand has no incumbent agency), Korea, India and Japan (McCann Erickson), it is believed Reebok VP marketing, Asia-Pacific, Pascal Aymar, has decided to focus on the SAR for now.
Agencies thought to be involved include Publicis, Saatchi & Saatchi and M&C Saatchi, while Reebok parent company adidas’ global creative agency of record TBWA has been excluded (Media, 27 June). This came after Aymar and Reebok management elected to take a separate approach for both brands.
A credentials presentation has taken place, and one source said a decision on the shortlist was expected by the end of this month or early September.
Aymar declined to comment on the reasons for the change in approach, but a source indicated the brief was expected to include a significant focus on adapting work developed by Reebok’s global AOR, US-based hotshop McGarry Bowen.
The review does not include media, which is being handled by Carat.
